Friday, January 23, 2009

...took some jeans and made them play music, by Kin

Kin were approached by de-construct to help them realise an interactive in-store promotion for Tommy Hilfiger. To coincide with their new campaign ‘My Denim, My Music’, Tommy Hilfiger’s aim was to fuse fashion and music: both in their external advertising and through in-store promotions.

Kin developed a large-scale interactive audiocassette, to work as an in-store point of sale unit. 5 new styles of jeans were chosen, and a unique soundtrack was composed for each one by SkinnerBrosMusic. A specifically designed sticker on each pair of jeans instructs the customer to swipe the jeans against the giant cassette to ‘release the music’.

Kin used pre-programmed RFID tags that were placed behind the stickers. An RFID reader mounted inside the cassette reads the unique tag number.